Festive season: Sales rise for independent jewellers in December

Recent analysis of sales at independent jewellery stores in Australia has uncovered several fascinating trends, rounding out a broadly positive year.

The latest report from Retail Edge Consultants revealed that sales in December improved by 5 per cent on a year-on-year comparison and 7 per cent when compared with 2023. The data is sourced from more than 400 independent jewellery stores in Australia and New Zealand.

Unit sales decreased by 4.9 per cent on a year-on-year comparison, while the average retail sale (inventory only) increased to $239, a jump of 11 per cent on a year-on-year comparison and a figure 26 per cent higher than what was recorded in 2023.

General manager Leon van Megen said the data reflected broader trends identified throughout the year.

“December delivered a clear revenue uplift, reflecting stronger seasonal demand supported by higher average sale values rather than increased transaction volume,” he explained.

"December delivered a clear revenue uplift, reflecting stronger seasonal demand supported by higher average sale values rather than increased transaction volume."
Leon van Megen, Retail Edge Consultants

“While volumes continued to trend lower, the decline moderated compared to 2024, indicating a stabilising pattern in customer activity during peak trading.

“Higher basket values remained the primary contributor to revenue growth, reinforcing the shift toward fewer but higher-value purchases.”

In terms of specific categories, diamond jewellery recorded a 2 per cent increase on a year-on-year comparison. Notably, colour gemstone jewellery sales increased by 31 per cent compared with December 2024.

“The category delivered a strong rebound in December, undoubtedly benefiting from gifting demand and customer preference for distinctive, design-led pieces,” van Megen explained.

Sales of jewellery without a diamond or colour gemstone improved by 9 per cent on a year-on-year comparison, while silver and alternative metals jewellery increased by 7 per cent by the same metric. 

Improved sales in December rounded out what was largely a year of sales increases at independent jewellery stores included in the data. Before the flat sales recorded in November, sales increased from May through October. October saw the largest increase in sales (25 per cent).

 

2025 Jewellery Retail Sales December Results
Charts published with permission courtesy of Retail Edge

The charts below are based on data collected via Retail Edge POS software
at more than 400 independent Australian jewellery stores.

 

 

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